In a statement, Mark Pym, Poundland marketing director, said: ‘If you think there’s been a mixed reaction you just haven’t seen the love on Facebook. It’s overwhelming. That’s because it connects with our shoppers. In fact, we’re proud of the campaign that has cost £25.53 and is being touted as the winning marketing campaign this Christmas."

The campaign was devised internally at Poundland. One Green Bean handles PR for the retailer.